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SETH ELLISON NAMED NEW PRESIDENT OF DOCKERS

by Maria Cristina Pavarini — September 13, 2012

Levi Strauss & Co. (LS&Co.) has announced that longtime apparel executive Seth Ellison has been appointed to president of Dockers. Ellison has more than 30 years of apparel experience, including as president of the swimwear group at Perry Ellis, vice president general manager of EMEA Apparel and president of Hurley International at Nike Inc. Most recently, Ellison was the chief commercial officer at Alternative Apparel where he successfully transformed the t-shirt blank supplier into a global wholesale brand sold at key U.S. accounts including Bloomingdales, Nordstrom, Macy's, Dillard's and Urban Outfitters across 120 countries.

In his new role as president, Mr. Ellison will be responsible for managing the strategic direction, marketing and product development of the Dockers brand. He will report to LS&Co. president and CEO Chip Bergh, who said: "Seth has a proven track record of driving growth in the apparel industry, growing both large, established brands and start-ups. His business acumen is the perfect complement to the design, marketing and product talent that is re-energizing the Dockers brand today.”

In addition to his three years with Perry Ellis International and nine years of various global leadership roles in apparel at Nike. Inc. (including overseeing the international launch of the Hurley brand), Ellison also worked at the Authentic Fitness Corp. There he served as Speedo’s director of menswear and as president of the outerwear division. He was also once vice president of design and merchandising at Quiksilver, Inc.

Ellison replaces Anne Rohosy, who was recently appointed executive vice president and president of commercial operations Americas and Europe for LS&Co. He said: "The Dockers brand changed the way men wore pants 25 years ago and has earned a large, loyal and passionate consumer following through years of great products and service. Now a new generation of young consumers is discovering the brand for the first time. I'm very excited to have this opportunity to add my experience building global brands to the Dockers story."